The strong will survive

Again, this is my opinion and my opinion only...not that of my employer.

The one (and only) good thing about a recession is that it may thin out the pack. That is, the weak among us will find something else to do. I don't mean this is a mean-spirited way, but in a real, business-sense way.

Frankly, there are people in media these days who saw it as an easy way to attain some sort of visibility in the community while making enough money from advertisers to make a living. Way too many of these media outlets --both publications and radio stations -- come as close to "blackmailing" their clients as you can without breaking the law. They certainly broke a number of moral laws.

A certain local radio station, which went out of business in 2008, convinced some very high profile advertisers to spend money with them by gaining a reputation for being willing to accuse non-advertisers of being racists for not advertising. This also has been true with one or two print publications over the years. I have had bank presidents tell me they advertised with these outlets simply to keep them from making trouble. Is that not blackmail? Is that not akin to paying protection money? Is that not "dealing the race card"?

Another local business newspaper sells "editorial" coverage -- on their front page no less -- and has been doing this for a decade. Just this month, a business person told me that a salesperson from another local business publication, who had sent a reporter to interview them several weeks ago, called and said that they couldn't afford the space to run the story unless the business bought an ad. Uuggh! I gag as I write this!

It's difficult to believe that in 2008-2009 this type of business strategy still exists.

I am proud to work for a true business news outlet that still has the moral standard, the journalistic integrity and the business sense to produce a product that stands on its own. One that knows news from promotion. One that separates editorial and advertising. God knows we fail now and then, but this is our goal.

I just hope there are enough people in this world who can still tell the difference between news and features, between journalism and paid-for placement, even between a reporter and a writer.

If this recession separates the wheat from the chaff, and some undeserving (in my opinion) folks in the media are left along the wayside, then maybe a good cleansing is just what the market needed. The strong will survive. We will be changed. Our paradigms will be shifted. Our "cheese will be moved". But we will be here when the smoke clears.

Just my thoughts on this Christmas Eve. Merry Christmas everyone!

Pass along readers

Interesting conversation with a client yesterday. He said he's never really believed any publication's claims of "pass-along" readership which, as you may know, is a critical portion of any business-to-business newspaper's readership.

Here at the Grand Rapids Business Journal, we print 7,000 copies each week. Each copy is read by 2.9 people beyond the primary subscriber (3.9 readers per issue total), amounting to 27,300 total readers each week. As usual, a business may only have one subscription but a number of poeple read it.

That pass-along rate question is asked every two years during third-party independent research by Readex Corporation and has been very steady in the 2.8-3.0 range for 16 years.

Here's an analogy that makes the most sense to me:

If you buy a radio ad, and four people in a room hear it on the radio, do you count the number of radios (the medium) or the number of listeners (the audience)? Of course, the number of listeners are what's important -- not the number of radios.

The same is true with print. The number of papers is less important than the number of readers.

In the b2b world, pass-along readership should not be dismissed. It is a critical portion of our total audience.

Daily newspapers drop business news

A recent study by the Pew Center Project for Excellence in Journalism shows 34% of newspapers are cutting back on the amount of business news they carry. My personal experience is that of the remaining "business news" much of it is Associated Press-type national news, consumer oriented retail news or simply endless lists of stock quotes.

Real business news, that which is relevent, timely and compelling seems to only be found any more on the pages on local and regional business weeklies. Whether it's Crain's Detroit Business (or NY, or Cleveland or Chicago), the Indianapolis Business Journal, The Business Journal of Milwaukee or any of the others, weekly business tabloids have become the last bastion of solid business-to-business journalism in a world of fluff and excess.

Our very own Grand Rapids Business Journal, while not tearing up sales records this year, remains one of the few, consistent, reliable, believable news source for local business. The print product, combined with our online version of the paper now provides a daily -- even hourly -- analysis of b2b happenings in the area.

You may not get the breathless delivery of Suzanne Geha or the latest on the local grain elevator from the GR Press, but you get solid reporting by a veteran staff, with no agenda and no bull.

Yep, I'm proud of what our editorial staff delivers. After 21 years here, I'd have to be pretty stupid to still be here if I didn't think this was THE business publication. Try it. You'll like it.

Business weeklies

Blogger and educator Tim Penning recently did a piece on local business-to-business newspapers and had some nice things to say about the Grand Rapids Business Journal and he hit upon the biggest selling point for our readers, "And their reporters tend to really know the region, which translates into more thoughtful and comprehensive stories with a level of detail you wouldn't usually get in a national outlet."

That knowledge of the region makes the GRBJ a must-read for our readers who barely have time to watch TV much less read national business papers. Our editorial staff always tries to provide exactly what our readers need to stay connected and usually hit the target.

Tim also points out the difference between the credible, trusted journalism provided by some of the local business-to-business weeklies and the mindless dribble (my words) others try to pass off as news.

Spring!

I've been amazed this year that so many clients and potential customers were willing to let the first quarter slip away without having a marketing plan in place. I'm ancient enough to remember when nearly every client would labor over their marketing budget in October & November and have everything in place by mid-December -- much like the stockings over the hearth.

These days it's much more chaotic. Retail advertising has always taken a dip in January but business-to-business always was strong. It's more likely these days to have budgets finalized in January and even February. This sometimes means the advertiser "goes dark" for 2-3 months before their campaign kicks in. Just a sign of the times, I guess.

The good news is, even those who delayed their plans suddenly are calling and getting things going. That's a sure sign of spring!

Just say "no!"

Well, actually I'd love it if everyone would just say "yes!", but frankly, I'd rather hear a well reasoned "no" than to be ignored, put off, delayed or marginalized.

Too many potential customers or clients must think they are doing their advertising sales consultants a favor by not giving them an answer when really they are just afreaid to say "no". I think we're all adults here. And I, for one, like to be treated as one. So, here are the rules:

1. I'm not trying to "bug" you. I'm doing my job. Return my call. Respond to me email. Be polite and profesional and I will too.

2. If the answer is "no"; hey, I'm a big boy. I can take it. Tell me "no". I will stop calling you.

3. If the answer is "not now". Tell me when to contact you in the future. If it's a week, you can bet I'll call. If it's 6 months, I'll leave you alone for six months. Give me a date.

4. If some rude punk from some other publication, or worse yet a radio station, is constantly bugging you, take it out on him, not all the other professionals in the ad sales business who do their jobs with class and respect.

5. I know you're busy. A simple one line email update from you goes a long way to help me be more accountable to my boss!

6. Golden rule: Do unto others as you would have them do unto you.

Thanks!

Obligatory "First Post"

After 37 years in media, and even if no one else reads it, I've decided to share a few things that I've learned along the way.

You know, Brian Tracy taught me a long time ago that selling is nothing more than "the transfer of enthusiasm". That's as true today as it was 20 years ago when I first heard it. If you are excited about what you do, and if you can articulate that to others, you will do well.

It's hard not to be enthusiastic about the Grand Rapids Business Journal. Heck, I'd have to be pretty stupid to even still be here after 21 years if it wasn't simply the best business-to-business newspaper in the area. Frankly, (pardon the ego), I'm probably good enough at what I do to go anywhere and and do it for someone else. That being said, I'm here.

I'm sure my co-workers feel the same way. They're all good. They all believe in the publication. And they all know it. I'm just a bit more outspoken, I guess.

I hope you will enjoy this blog, and that you can learn from some of my mistakes over the years. I hope to learn from you, too, Feel free to comment. Feel free to email.